Performance Max: Pros and Cons
Performance Max is Google’s newest campaign type, and as of July 2022, all Smart Shopping Campaigns are now switched over to Performance Max. So what is Performance Max and what are the pros and cons of this campaign type? What is Performance Max? According to Google Ads: Performance Max is a new goal-based campaign type that allows performance advertisers to access all of their Google Ads inventory through a single campaign. It’s designed to complement your keyword-based Search campaigns to help you find more converting customers across all of Google’s channels like YouTube, Display, Search, Discover, Gmail, and Maps. Pros: Quick and easy setup While Search campaigns require lists of keywords or Dynamic Search Ad targets grouped into ad groups with corresponding ads, a Performance Max campaign simply requires an audience signal and some ad copy and images in one Asset Group. Google will automatically generate ads out of different combinations of the ad copy and image/video assets you give it, and will show those ads to users who fit the audience you define in your audience signal. No keywords, ad groups, ads, or Dynamic Ad Targets necessary. Google’s automation does the work for you After a quick and easy setup of your campaign settings (which includes budget and bid strategy) and Asset Groups (which includes your creative assets and an Audience Signal to guide targeting), Google does the rest for you! No bid adjustments or audience targeting adjustments necessary. Both remarketing and prospecting, Performance Max will show to existing users and to many new users, and will show in a number of ad formats and placements. In many cases, Google is able to achieve your campaign goals just using the limited information you give in the campaign settings and the data Google has. High number of impressions and takes advantage of all of Google’s inventory While Performance Max takes advantage of all of Google’s inventory, these campaigns typically result in a very high number of impressions – much higher than impressions from your average Search campaigns. That’s because Google is showing your ads in every possible placement and ad type that could result in a conversion. Since this campaign utilizes all of Google inventory, it may allow you to run ad types that you haven’t before, or that haven’t performed well for you before. For example, you may find that Display and Discovery ads are high cost per conversion and low ROAS in normal Display or Discovery campaigns, while you see a much lower cost per conversion from Performance Max and higher ROAS. Cons: Limited insights and reporting You cannot see a Search Terms report to identify which search terms are driving impressions, clicks, and results from your Performance Max campaign. You cannot see which ad copy or ad assets or ad types are performing best. If you have multiple asset groups in one Performance Max campaign, you cannot see performance metrics by asset group – all performance reporting is at the campaign level. Because of this, Performance Max may seem like a mysterious black hole in the Google Ads universe. But if the campaign performs well for you, let’s not question it. Limited control Google only allows these Smart bidding strategies to be used on a Performance Max campaign: Max Conversions, Max Conversion Value, Max Conversions with a Target CPA, or Max Conversion Value with a Target ROAS. You cannot set a Max CPC or adjust bids yourself. You cannot exclude keywords or apply a Shared Negative Keyword List. You cannot narrow your audience to any specific Audience Segment(s). Running a Performance Max campaign requires completely trusting Google’s automation outside of the settings you are able to apply yourself on this campaign. It’s still new While Performance Max is still new, it is continually being updated and improved. When the campaign type first became available, it was not able to be downloaded and edited through Google Ads Editor – but now it is. When it first became available, you were not able to add ad extensions to an Asset Group – but now you can. There are many things still to come for this campaign type, which can be seen as a Pro, if you are patient and make use of all that you can with Performance Max in the meantime. In conclusion, Performance Max is an exciting new option for both paid media novices and experts to try. As Google leans more and more towards automation over manual setup and campaign management, Performance Max provides an insight to how well Google is capable of achieving your paid media goals when you hand over the reins to Google. While Performance Max will not be a fit for every business, it is worth a test, whether your company is B2B or B2C, big or small, niche or broad.
Understanding “By ConversionTime” Reporting Metrics in Google Ads
Have you ever found discrepancies in the number of conversions that Google Ads reported versus the number of conversions reported by your eCommerce or CRM platform during the same period of time? Many factors can generate those discrepancies, but one of them is that Google Ads attributes the conversions based on when a user clicked on the ad, but that does not necessarily mean that the user completed the conversion the same day; that is how the eCommerce and CRM platforms report the conversions. That’s why we want to talk today about the “by conversion time” reporting metrics. What is “Conversion by conversion time”? Conversion by conversion time is a reporting metric in the Google Ads UI that shows you the time frame in which conversion actions were completed as opposed to just when the ads were clicked. That means if a user clicked on your ad last week, but converted today, the “Conversions (by conv. time)” column shows a conversion for today. Standard reporting columns will still count the click and conversions in the previous week. There are six different types of conversions by time that the platform allows for pulling in your reports: Conversions (by conv. time) Conv. value (by conv. time) Value / Conv. (by conv. time) All conv. (by conv. time) All conv. value (by conv. time) Value / all conv. (by conv. time) How to enable the “By Conversion Time” column? To add any of the “By Conversion Time” columns to your Google Ads dashboard, you must follow up the next steps: In the “Campaigns” tab, select the option“Columns,” and then click on “Modify Columns” Under “Conversions,” select the option “Conversions (by conv. time)” or any other “by conversion” metric that you would like to analyze. Now that the “By conversion time” columns are enabled on the dashboard. Take a moment to compare the standard “Conversions” column and the “Conversions (by conv. time)” column. You also can use the information from your E-commerce site and/or your CRM. By analyzing the “conversions by time” column, you’ll be able to have a better understanding of how much time your customers take to convert (in addition to the ‘attribution’ reports from Google Ads). As a result, this will help you to set different strategies to influence your consumer decision-making process.
How To Set Up Negative Keyword Lists in Google Ads
Why do you need negative keyword lists? Lists are a beneficial tool if you have a group of terms you don’t want your ads to show up for. Clearing out some of the noise from terms you don’t want to show up for will help get rid of the unwanted spending. You also have the capability of creating multiple lists that you can apply to specific campaigns. This is a great strategy to keep your account organized, especially if you have many campaigns! Let’s set up a negative keyword list! Step 1: Navigate to the top right corner of your home screen in the user interface and click Tools and Settings. Step 2: Once you click tools and settings, click negative keyword lists. Step 3: Next, click the blue plus button. It will open up an option for you to name the keyword list as well as add the keyword you would like to be on the list. If you plan on making multiple lists, it is important to name your list specific to what campaign you want to apply this negative list to. Step 4: Once you have successfully created your negative keyword list, you can click on the list you just made and apply it to the campaigns that you want to use this list. And just like that, you have successfully created a negative keyword list! You can repeat the same process if you want to create more negative lists for different campaigns!
A List of Netline Industries and Job Descriptions
Netline is a great tool for content syndication. If you’re looking for a list of the available categories, today is your day! Here you go. First is a list of job descriptions, next we have a list of Industries. Copy and pasting this should be easy to do, but if you’d like it in a different format, feel free to contact us. Job Descriptions Parent Job Description Sub Job Description Agriculture Dairy Products Agriculture Farming/Farming Equipment Agriculture Feed/Grain/Milling Agriculture Fertilizer/Agriculture Chemicals Agriculture Field Crops/Soil Management Agriculture Fishing Agriculture Florists/Floriculture Agriculture Food Processing/Distribution Agriculture Forestry/Logging Agriculture General Management Agriculture Health Foods/Natural Foods Agriculture Livestock/Breed Agriculture Meats/Provisions Agriculture Poultry/Poultry Products Agriculture Produce (Fruits/Vegetables) Agriculture Seed/Nursery Trade Agriculture Senior Management Banking/Mortgage Analyst Banking/Mortgage Audit Banking/Mortgage Banking Banking/Mortgage Branch Manager Banking/Mortgage Broker Banking/Mortgage Credit Banking/Mortgage General Management Banking/Mortgage Lending Banking/Mortgage Mergers/Acquisitions Banking/Mortgage Senior Management Banking/Mortgage Teller Banking/Mortgage Title/Escrow Banking/Mortgage Underwriter Biotech Biological Research Biotech Chemical Research Biotech Clinical Research Biotech Environmental Testing/Analysis Biotech General Management Biotech Geological Testing/Analysis Biotech Mathematical Statistical Research Biotech Pharmacy/Pharmaceutical Biotech Senior Management Building Construction Architect Building Construction Boilermaker Building Construction Carpentry/Framing Building Construction Concrete/Masonry Building Construction Contractor/General Contractor Building Construction Electrical Building Construction Equipment Operator Building Construction Flooring/Tiling Building Construction General Management Building Construction HVAC Building Construction Heavy Equipment Building Construction Industrial Design Building Construction Ironwork/Metal Fabrication Building Construction Laborer Building Construction Painting/Wallpapering Building Construction Plumbing/Pipefitting Building Construction Project Manager Building Construction Roofing Building Construction Senior Management Building Construction Sheetrock/Plastering Building Construction Site Superintendent Building Construction Surveying Building Construction Town/City Planning Building Construction Welder Business Analysis/Research Business Franchise Business Fundraising Business General Management Business Product Management Business Professional Services Business Senior Management Business Services/Support Business Strategic Planning/Management Creative/Design Advertising Creative/Design Animation/Multimedia Creative/Design Architecture Creative/Design Creative Direction Creative/Design Electronics Design Creative/Design Fashion/Accessories Creative/Design General Management Creative/Design Graphic Arts/Illustration Creative/Design Industrial Design Creative/Design Interior Design Creative/Design Painting/Sculpting/Printmaking Creative/Design Photography/Videography Creative/Design Senior Management Creative/Design Web Design Customer Support/Client Services Account Management Customer Support/Client Services Call/Contact Center Customer Support/Client Services Customer Service/Support Customer Support/Client Services Customer Training Customer Support/Client Services General Management Customer Support/Client Services Product Support Customer Support/Client Services Senior Management Customer Support/Client Services Technical Support Education Administrator Education Admissions/Advising Education Archivist/Curator Education Corporate Training Education Early Childhood Care/Development Education Faculty Education Fitness/Sports Training Education General Management Education Librarian Education Provost Education Senior Management Education Special Education Education Student Education Teacher/Professor Engineering ASIC/Layout Design Engineering Acoustical Engineering Engineering Aerospace/Avionic Engineering Engineering Automotive Engineering Engineering Bio-Engineering Engineering CAD/Drafting Engineering Chemical Engineering Engineering Civil Structural Engineering Engineering Design Engineering Engineering Electrical/Electronics Engineering Engineering Energy/Nuclear Engineering Engineering Enterprise Software Implementation/Consulting Engineering Environmental/Geological Engineering Engineering Facilities Engineering Engineering Field Engineering General Management Engineering Industrial/Manufacturing Engineering Engineering Measurement Engineering Engineering Mechanical Engineering Engineering Metallurgical/Materials Engineering Engineering Mining Engineering Engineering Naval Architecture/Marine Engineering Engineering Packaging Engineering Engineering Plant Engineering Engineering RF/Wireless Engineering Engineering Semiconductors Engineering Senior Management Engineering Six Sigma/Black Belt/TQM Engineering System/Process Engineering Engineering Test Engineering Executives Board Member Executives CCO/Chief Compliance Officer Executives CDO/Chief Data Officer Executives CEO Executives CFO/Chief Financial Officer Executives CHRO/Chief Human Resource Officer Executives CIO/Chief Information Officer Executives CISO/Chief Information Security Officer Executives CLO/Chief Learning Office Executives CMO/Chief Marketing Officer Executives COO/Chief Operations Officer Executives CPO/Chief People Officer Executives CSO/Chief Security Officer Executives CTO/Chief Technology Officer Executives Chairman Executives Chancellor Executives Fellow Executives General Counsel Executives General Manager Executives Managing Partner Executives Other CXO Executives Owner/Co-owner Executives Partner Executives President Executives Principal Executives Proprietor Executives Senior Management Executives Treasurer Finance/Accounting Accounting Finance/Accounting Accounts Payable/Receivable Finance/Accounting Analyst Finance/Accounting Audit Finance/Accounting Bookkeeping Finance/Accounting Collections Finance/Accounting Controller Finance/Accounting Corporate Finance/Accounting Credit Review/Analysis Finance/Accounting Financial Analysis/Research Finance/Accounting Financial Control Finance/Accounting Financial Planning/Advising Finance/Accounting Financial Product Sales/Brokerage Finance/Accounting Fund Accounting Finance/Accounting General Management Finance/Accounting Investment Management Finance/Accounting Procurement Finance/Accounting Registered Investment Advisor Finance/Accounting Registered Rep Finance/Accounting Risk Management/Compliance Finance/Accounting Securities Analysis/Research Finance/Accounting Senior Management Finance/Accounting Tax Assessment/Collections Food Services/Hospitality Food Preparation/Cooking Food Services/Hospitality Food/Beverage Serving Food Services/Hospitality Front Desk/Reception Food Services/Hospitality General Management Food Services/Hospitality Guest Services/Concierge Food Services/Hospitality Guide Food Services/Hospitality Host/Hostess Food Services/Hospitality Hotel/Lodging Management Food Services/Hospitality Restaurant Management Food Services/Hospitality Senior Management Food Services/Hospitality Winery Human Resources Compensation/Benefit Policy Human Resources Corporate Communications Human Resources Corporate Development Human Resources Diversity Management/EEO/Compliance Human Resources General Management Human Resources HR Systems Administration Human Resources Learning/Training Human Resources Organizational Development Human Resources Payroll/Benefits Human Resources Recruiting Human Resources Senior Management Human Resources Talent Management Human Resources Wellness IT/Computers/Electronics Business Intelligence/Data Science IT/Computers/Electronics Computer Engineering IT/Computers/Electronics Computer/Network Security IT/Computers/Electronics Cyber Security/Information Security IT/Computers/Electronics Data Center IT/Computers/Electronics Database Management IT/Computers/Electronics Desktop Systems IT/Computers/Electronics Devops & Application Management IT/Computers/Electronics Enterprise Software Implementation IT/Computers/Electronics General Management IT/Computers/Electronics Hardware IT/Computers/Electronics IT Infrastructure IT/Computers/Electronics IT Project Management IT/Computers/Electronics IT Systems Management IT/Computers/Electronics Network/Server Administration IT/Computers/Electronics Product Development IT/Computers/Electronics QA & Testing IT/Computers/Electronics Senior Management IT/Computers/Electronics Software Development IT/Computers/Electronics Software Engineer IT/Computers/Electronics Software/System Architecture IT/Computers/Electronics Storage Management IT/Computers/Electronics System Admin/Desktop Support IT/Computers/Electronics System Analysis IT/Computers/Electronics Telecommunications & Wireless IT/Computers/Electronics Web Developer Installation/Maintenance/Repair Automotive/Vehicle Installation/Maintenance/Repair Computer/Electronics Installation/Maintenance/Repair Electrician Installation/Maintenance/Repair Equipment Installation/Maintenance/Repair Facilities Installation/Maintenance/Repair General Management Installation/Maintenance/Repair HVAC Installation/Maintenance/Repair Janitorial/Cleaning Installation/Maintenance/Repair Locksmith Installation/Maintenance/Repair Oil Rig/Pipeline Installation/Maintenance/Repair Plumbing/Pipefitting Installation/Maintenance/Repair Senior Management Installation/Maintenance/Repair Telecommunications Installation/Maintenance/Repair Wire/Cable Insurance Actuarial Analysis Insurance Appraiser Insurance Audit Insurance Bookkeeping Insurance Claims Review/Adjusting Insurance Employee Benefits Broker/Consultant Insurance Financial Analysis/Research Insurance General Management Insurance Independent Insurance Agent Insurance Insurance Brokerage Insurance Investment Management Insurance Planning/Advising Insurance Policy Underwriting Insurance Risk Management/Compliance Insurance Senior Management Insurance Third Party Administrator Journalism/Media/Entertainment Author Journalism/Media/Entertainment Digital Content Development Journalism/Media/Entertainment Documentation/Technical Writing Journalism/Media/Entertainment Editing/Proofreading Journalism/Media/Entertainment General Management Journalism/Media/Entertainment Journalism Journalism/Media/Entertainment Motion/Talk/Sound/Commercial Pictures Journalism/Media/Entertainment Music/Composing Journalism/Media/Entertainment Public Relations Journalism/Media/Entertainment Radio/Broadcasting Journalism/Media/Entertainment Senior Management Journalism/Media/Entertainment Translation/Interpretation Journalism/Media/Entertainment Video/Television Legal Arbitrator/Mediator Legal Contracts Administration Legal General Management Legal In-House Attorney Legal Judge/Magistrate Legal Jury Consultant Legal Labor/Employment Legal Law Firm Attorney Legal Legal Operations Legal Litigation Legal Paralegal Legal Patent/IP Legal Real Estate Legal Regulatory/Compliance Legal Secretary Legal Senior Management Legal Tax Lawyer Logistics/Transportation Car/Truck/Van/Bus Driving Logistics/Transportation Cargo/Baggage Handling Logistics/Transportation Equipment/Forklift/Crane Operation Logistics/Transportation General Management Logistics/Transportation Hazardous Material Handling Logistics/Transportation Import/Export Administration Logistics/Transportation Inventory Planning/Management Logistics/Transportation Logistics Logistics/Transportation Maritime/Marine/Shipbuilding Logistics/Transportation Merchandise Planning/Buying Logistics/Transportation Piloting: Air/Marine Logistics/Transportation Public Transportation Logistics/Transportation Purchasing
Portfolio Bid Strategies: How To Set It Up
Do you suffer from low-volume campaigns? Or would you like to control your budgets and bids in one place? If you have not heard of portfolio bid strategies, you have come to the right place. Portfolio bid strategies are a way to group campaigns, ad groups, and keywords into a goal-driven strategy. The best part, it is automated! To start, you need to access the Tools and settings tab, then click bid strategies. Next, you will create a portfolio bid strategy. You will need to decide what your bidding strategy will be. Your options: Target CPA, Target ROAS, Maximize Clicks, Maximize Conversions, Maximize Conversion Value, and Target Impression Share. For example, if you choose to use a tCPA bidding strategy, you will need to fill out these sections. You need to: Name your portfolio Choose the owner Choose your currency Choose which campaign you want in the portfolio Select a target CPA bid It is important to choose the right CPA bid as this will be the shared bid across all of the campaigns in the portfolio. This strategy typically works best when you have a large number of campaigns or you have a group of campaigns that are not performing well and are low volume (30 or fewer conversions per month). This example makes it easier to hit a specific CPA across multiple campaigns. Now that your portfolio bid strategy is set up, you are ready to control your budgets and bids effectively!
Top Eye-Catching Creative Tips to Get More Google Ad Clicks
Google Ads is a powerful online advertising tool with 5.6 billion searches per day. In order to create successful Google campaigns, it’s all about maximizing efficiency. Below are the top 3 creative tips that will help capture your intended audience’s attention and reel in more customers. Use a Call-to-Action (CTA) For customers to immediately access your website, product, signups, and more, a visible CTA is a must. If customers are unable to find a CTA, they just as quickly may change their minds and move on to another business. Engaging Creative Content Depending on the quality of your content, customers may either scroll past or click on your ad. Utilize irresistible videos and attractive graphics to capture your customers’ interest and make them click on your ad to learn more. Let’s work on an example! Which image is more inviting and engaging? Image A: Image B: It’s Image A! Image A provides more warmth and unravels a story vs Image B. Image B brings out no emotion from the audience and is forgettable. Write Amazing Ad Copy Ad Copy is another crucial factor when it comes to holding the attention of your customers. Make sure you curate your copy to be Informative AND relevant to your audience. Make your ads stand out among the sea of your competitors. Follow these 3 tips and you’ll be well on your way to improving your Google creatives.
How To Create An Experiment (Google)
One of the most useful features for paid advertising is the ability to perform A/B experiments. Platforms like Facebook, LinkedIn, Bing, and Google Ads allow you to do so in order to test your creatives for anything you want! You can perform an experiment to test which landing page would work best for your ads, various bid strategies, headlines, descriptions, etc. The freedom is all yours! The purpose of testing is to find what works better between two variables, and continue with the winning strategy to improve campaign performance. I will walk through how to create an experiment on Google. Step 1: You will be asked to name the experiment. Tip: Name it in a way that when you look back you know what it’s for. Step 2: You will be asked to choose a base campaign that you’d like to use for your experiment. Afterwards it will ask you to again name your trial campaign in which you are running the test to distinguish it from the original campaign. Step 3: You will be asked to choose a goal that you are testing for: Clicks → Maximize Clicks Impressions —> Target Impression Share Cost Cost Per Conversion → Target CPA Conversion Value Per Costs → ROAS Conversions → Maximize Conversion Conversion Value → Maximize Conversion Value Step 4: You will be asked in relation to the metric chosen, if you wish to view an increase, decrease, or no significant change. Step 5: Here you will decide how much of the budget/traffic will be driven to the experiment. Best practice is to do a 50/50 split in order to provide the best comparison between the original and experiment campaign. Following, it will ask you how you’d like to select a split option: search-based or cookie-based. Google recommends choosing cookie-based to ensure your split is as fair as possible, so that anytime a user is doing a search, Google will only show one variation of the ad to the user. A search-based split means that anytime a user makes a search more than once, they could be served ads from both the Base and Experiment campaign. This tends to be less accurate, but will gather more data in a shorter amount of time. Step 6: Set the date you want the experiment to start. Google gives you an option to choose an end date. You have the freedom to choose to end the experiment whenever you want or let it go on without a specific time. If you do not have a specific date that you would like to end your experiment, our recommendation would be to choose “None” so that you can run the experiment as long as you need to and end it in real time whenever you’re happy with the results, or you can set the end date later. Step 7: You have the choice of enabling sync for your campaigns you are running the test for. Use case example: New keywords were added to the base campaign. Google will automatically update those changes within the experiment you are running so you don’t manually have to do so. Sync is on by default when you begin a new experiment. That’s it! You have just created an experiment! Sit back and relax while Google does the experimenting for you.
Google Ads Editor 3 Most Important Things To Know
Having spent the last 5+ years working in Google Ads Editor, I wanted to share my top 3 things to know to help you remain as efficient as ever when work on Google Ads campaigns. 1 – Filtering Filtering in Google Ads Editor is incredibly important as it allows you to minimize not only what you’re looking at and reviewing, but the amount of things you’re editing. There are also a few levels of filtering we at Four15 Digital have developed, basic and advanced. Basic filtering is filtering for things like keyword text contains or ad group name equals. This will allow you to quickly pair down to what you need to look at, review, and/or edit. This is basic in that you can do this traditionally on the Google Ads UI as well. There’s no much more to it than “hey I need to look at all my ad groups about shoes”. Advanced filtering is utilizing the ‘count function’ within Google Ads Editor. Imagine you have a task to ensure all of your ad groups have an active responsive search ad in them. Are you going to click one ad group at a time and review that? I hope not!! Instead use the count function that’s built into Google Ads Editor. COUNT(responsivesearchads, status = (enabled, paused)) < 1 The filter above will count to see if there are any matches at the level you’ve selected (campaign or ad group) that are less than 1 active or paused responsive search ad. You can see below that none of my campaigns or ad groups matched this criteria. Imagine how long that would take to check if you went ad group by ad group and checked and you had several 100 ad groups. That’s inefficient! 2 – Bulk Find & Replace Bulk find and replace is another good time saver tool to use within Google Ads Editor. This tool allows you to quickly make edits in Editor without having to export or import anything! Here’s a scenario, your client is updating a price that you call out in your ad copy. You can use your filter to look for any = {price} and then select all your RSA’s and use find replace to replace the old price with the new! Very quickly you’re able to update potentially thousands of headlines and descriptions with the latest price update. I will say it’s still important to QA your work when all this is done! You can use the find and replace function at almost any level within Google Ads Editor.s 3 – Editor and Excel Last and certainly not the least, is understanding the relationship between Excel and Google Ads Editor. Google did all advertisers a major favor by building Editor to intake information from Excel. Without this, you’d be stuck clicking through ad groups and keywords one at a time in the Google Ads Ui (lame!). Nearly all levels within Google Ads Editor can be created in an Excel sheet and uploaded via the ‘make multiple changes’ button, campaigns, ad groups, ads, keywords, etc. Each level has its own set of requirements that allow Editor to intake the information properly. For example, keywords have the following required fields to upload from Excel and be error free Campaign (if you’re mapping this to a specific campaign) Ad group (if you’re mapping this to a specific ad group) Keyword Match type If you were to not include the campaign and ad group mapping for your new keywords, Editor will still upload them, but into a new blank ad group within a new blank campaign it just made if you’re using the “My data includes columns for campaigns and/or ad groups” option. At the end of the day, this tip is only as good as your Excel skills so I’d recommend you get those up to par as well. Once you fully understand the relationship between Google Ads Editor and Excel you can save yourself countless hours on builds, optimizations, edits, and so much more. Conclusion These 3 most important Google Ads Editor things to know encompass a lot, but I do think if you knew them inside and out you’d find yourself spending half the amount of time working on campaign builds and optimizations as you are now! What are your top 3??
A Deeper Understanding of Click-Through-Rate on Google Ads
It’s easy to understand what clickthrough rate is, the relationship between the number of impressions and clicks, calculated by dividing the number of clicks by the number of impressions. CTR is a definite indication of ad attractiveness and relevance to the user.. it’s easy for us to understand this by relating it to our own experiences. We have all searched for something on the internet and selected something that caught our eye or we felt was the best possible answer to our query. So, how do we leverage our ads to be clicked on more? There are multiple pieces that can be moved to enhance our clickthrough rate. Copy: we want to make our ad as relevant as possible, the main indicator we have is the query, so making our ad copy relevant to the query is extremely important to make the searcher feel like our listing is the best option for him. Extensions: These can give the user a sense of what the website experience will be. By using sitelink extensions it’s not just an ad, but a map to the site. Users can see what offers you have through callout extensions, or they might finally be convinced by a product image that you had as an image extension. Ad position: If you are like me, you select the first option that answers what you are looking for. This means that if your listing is on the second page, your options of getting clicks are getting a lot smaller. The same thing happens if your ad is not showing in first place compared to your competitor. This image from Search Engine Watch shows you exactly what we’re talking about. The quickest way to improve your click is to get a better position Source “SearchEngineWatch” Next time you are trying to get more clicks remember that every impression counts and every aspect of your SEM strategy also holds a part of the responsibility.
What to Think About Before Pausing/Deleting Keywords
Having a lot of keywords on your account is great when you are trying to show up for queries related to your product or service, but what about when it is time to get rid of keywords that are not performing well? There are a few things to consider when thinking about pausing or deleting keywords beyond just pausing or deleting those that are doing poorly. To be frank, pausing/deleting keywords in and of itself is not a good strategy. The reason is that you will have many other places where you are matching for that query. So, just deleting one keyword will not get rid of your bad targeting problem. As shown in the image above, keywords can be mapped to many other queries, especially if you have broad or phrase-match keywords. Simply deleting one keyword from your account will not resolve the issue of your ads showing up for queries that you do not want to show up for. So, in addition to pausing the positive keywords, you must also add in negative keywords based on your search query report data. Although doing two different actions to solve your performance problem may seem daunting, it’s time well spent, because you’ll never have to deal with these poor performing queries that are weighing down the performance of your keywords again. This way, you will be able to go straight to the source and fix the issue. When you pause a poor keyword, you may be cutting out some good performance too. A similar thought process can be applied in this situation. First and foremost, the ‘good’ queries will probably just transfer to a keyword that you’ve not paused. To make sure, you can buy more keywords based on mining your SQR.